Primedia
This article was originally published in The Rose Sheet
Executive Summary
Cover Concepts Marketing Service and Seventeen magazine (both owned by Primedia) team up to deliver sample-filled cosmetic bags, including 1.5 oz. bottles of Helene Curtis' Degree antiperspirant and SC Johnson's Skintimate shave gel, to 1 mil. junior and high school teenage girls at 1,642 schools Oct. 15. Cover Concepts plans to conduct sampling twice a year; the second effort is scheduled for April. Each bag includes a 16-page special edition of Seventeen, featuring editorials and eight pages of ads. The company offers category exclusivity for sampling and advertising. Advertisers pay 12cent per 1 mil. samples; the price includes the distribution of a 1.5 oz. sample and a one-page ad